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Keywords: MarTech
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Journal Articles
Myths and magic of adopting marketing technologies: a customer-centric framework
Available to PurchaseSushant Kumar Vishnoi, Smriti Mathur, Pankaj Rawal, Vikram Kumar Sharma, Aditi Jain, Vaishali Agarwal
Asia-Pacific Journal of Business Administration (2026) 18 (4): 1063–1090.
Published: 11 November 2025
...Sushant Kumar Vishnoi; Smriti Mathur; Pankaj Rawal; Vikram Kumar Sharma; Aditi Jain; Vaishali Agarwal Purpose This study seeks to explore how customers’ perceptions of the benefits, risks and continuation intention toward Marketing Technologies (MarTech) influence their actual usage. This research...
